BRAND GUIDELINES
Table of Contents
004. Brand Identity 006. Logo Specifications 010. Colours & Typography 012. Graphic Elements 013. Rules 014. Photography 016. Applications
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Brand Identity
Who We Are Camp Xpress is a summer youth camp that offers day-to-day workshops within B.C. for youth between 15-18. We offer hands on workshops relating to technology, team building, entrepreneur, creative expression, and outdoor activities. We are a multicultural friendly camp that provides fun and exciting workshops for youth. Camp Xpress is a place for youth to express themselves through different mediums and getting inspired by the people around them.
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Our Vision
"A place to xpress and to learn while building a community together." This is an important time for teens to find their individuality and we believe that every camper has a right to express themselves in an anti-bully zone. Our goal is to get youth to participate in fun activities while learning about themselves.
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Primary Logo
Colour Our teal and orange logo embodies fun and creativity that youth bring to the camp.
Greyscale This is to be used with a white background.
Reverse This is to be used with a black background.
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Secondary Logo
Horizontal Alternative versions of our logo that follow the same rules as the stacked version.
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Logo Usage
Minimum Size Our logos should not be smaller than 72 px by 38 px for the stacked version.
72 px
38 px
Clear Space The area of isolation is based on the letter "A" from "CAMP". No graphic element should intrude this space in order to maximize full legibility of our logo.
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Logo Usage
Minimum Size Our logos should not be smaller than 150 px by 21 px for the horizontal version.
150 px 21 px
Clear Space The area of isolation is based on the letter "A" from "CAMP". No graphic element should intrude this space in order to maximize full legibility of our logo.
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Colours
Xpress Palette Our camp uses bright colours to express the creativity that grows within the community. Orange and teal are the primary colours used in the logo.
CMYK 80 10 45 0 RGB 0 167 157 PMS 3272 C HEX 00A79D CMYK 0 50 100 0 RGB 247 148 30 PMS 715 C HEX F7941E CMYK 0 0 0 40 RGB 167 169 172 PMS 429 C HEX A7A9AC CMYK 0 0 0 100 RGB 35 31 32 PMS Black C HEX 231F20
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Typography
Typefaces All text should be in ITC Avant Garde Gothic, with a preferred choice of book, demi, or bold from the font family. Shuriken Boy Std can be used in graphic elements and with the exception as text in the logo.
Shuriken Boy Std Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 ITC Avant Garde Gothic Book
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
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Graphic Elements
Patterns Our patterns represent different parts of the camp such as technology, outdoor activities, and nature.
Symbols The orange helicopter leaves at the top of the logo represents the outdoor activities we provide. They are the main symbol in our logo. Antennas are used as a secondary symbol seen in patterns and other graphic elements.
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Rules
Things To Avoid Do not under any circumstances do any of the things described: 1. No outlines 2. No colour changes to the logo unless it is greyscale or reverse 3. No stretching the logo 4. No gradients 5. No flipping the logo 6. No removing any elements from the logo Camp Xpress Brand Guide|13
Photography
Imagery and Photography Style All images should represent Camp Xpress in some way such as the mood, activities, our beliefs, or activities we provide.
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Photography
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Applications
Stationery All stationery should include the stacked or horizontal logo. Patterns and other related graphic elements can be used in combination with the logo.
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Applications
Merchandise Logos and patterns can be used interchangeably on these products such as t-shirts, mugs, or tote bags.
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Applications
Advertisement All marketing campaigns should always reflect our vision and represent the camp. It is preferred that the primary logo is used in advertisements.
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